The webosphere was in a tizzy yesterday over the results of calculations by The Guardian of ComScore data showing the usage patterns of maps users on iOS. Specifically, the ComScore data showed that since Apple’s Maps launched with iOS 6—where it received a lot of negative press over POI errors, wrong directions, and horrible search functionality—Apple’s Maps usage is actually significantly higher than Google Maps usage on iOS.
The results of the ComScore study show that in September 2013, 35 million US iOS users were using Apple’s Maps versus only 6 million users using Google’s Maps. This has been touted as a “surprising win” for Apple. The only thing is, it’s not.
I’ll admit that, at first glance, those numbers do look very good for Apple. But here’s the thing: a large percentage of those 35 million Apple Maps users aren’t discerning smartphone users like you or I. While we know about all the advantages and disadvantages of Apple’s and Google’s maps, the fact is that we are the exception.
Most iPhone users are like my mom: they get a smartphone, use it for barebones stuff (making calls, checking email, etc) and actually rarely end up downloading any third party apps. And this is exactly what’s happened in the numbers showing 35 million US iOS users “prefer” Apple Maps while only 6 million prefer Google Maps. In reality, there are many more users of Apple’s maps than Google’s because Apple’s are the default mapping application on iOS.
I mean, saying Apple “won” the maps wars because of this standard usage pattern is like someone patting Apple on the back for having the most-used web browser of iOS or the most-used email client. It’s to be expected because most users just don’t know or don’t care enough to download third party apps.
But while Apple may not have actually “won” the maps battle, Google did absolutely lose this round. Before iOS 6 they had tens of millions of Google Maps users on iOS—now they have 6 million. That is a ton of user data they can no longer monetise—and it’s a very, very big and costly loss.
However, in the end, the real loser in all of this is still the unsuspecting user using Apple Maps by default.
Apple's maps just aren’t that good (especially compared to Google’s). In cities like London, no one should be using Apple Maps, there are no reliable transit directions, no genuine tube icons shown on the map, and so much incorrect POI data (point of interest, like shops, restaurants, etc) one can’t assume to be able to reliably get places using Apple Maps.
Having said that, Apple’s Maps will continue to improve. But it’s going to take time—years. Until then, unwitting iOS users are only casualties in this maps war.
by pbriden via Featured Articles
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